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Gendered Media

Gendered Media. Chapter 11. Gendered Media. Media advances representations of gendered and racial identities Media have progressive and regressive tendencies Media content can be challenged and changed. Media Saturation of Cultural Life.

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Gendered Media

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  1. Gendered Media Chapter 11

  2. Gendered Media • Media advances representations of gendered and racial identities • Media have progressive and regressive tendencies • Media content can be challenged and changed

  3. Media Saturation of Cultural Life • People today most media-saturated and engaged in history • TV only one form of mass media • Films, newspapers, etc. • Social media to connect with others

  4. Media Saturation of Cultural Life • Surveys show most think media affect others but not themselves • Media culture provides models of what means to be male or female • Media advance ideals of what is desirable in women and men

  5. Gendered Media Use • Boys and men use media for instrumental purposes • Men more likely to read papers and watch television to get news or accomplish tasks

  6. Gendered Media Use • Men also regard media as entertainment • Men and boys more avid consumers of video games that are action-oriented or violent

  7. Gendered Media Use • Girls and women use media to build relationships • Girls and women use phone as way to massage relationships

  8. Gendered Media Use • Girls and women perceive social media as allowing them to express themselves • Girls build online relationships that can be very intimate

  9. Tell Us What’s Important • Early theories – hypodermic needle • Theory too simplistic • Agenda setting – media set public agenda • Media focus our attention

  10. Tell Us What’s Important • Gatekeeper – person or group that controls which messages get through to audiences • News media influence how we perceive movements about gender and gender itself

  11. Tell Us What’s Important • Beginning in 1960s – news media have portrayed women’s movements negatively • Bra-burning incident didn’t happen • Facts to support claims of mommy track were flimsy

  12. Tell Us What’s Important • Tend to negatively portray women who are identified as feminists • Imply that good women don’t leave children at home when in military service

  13. Underrepresent Women & Minorities • Males outnumber females in mass media • In reality, women outnumber men

  14. Underrepresent Women & Minorities • Minorities less visible than women • Appear in supporting roles • Shown in white cultures – their racial values obscured

  15. Underrepresent Women & Minorities • Black characters scarce • Subordinate, athletic, exotic • Asians and Hispanics rare • Males - villains or criminals • Women - emotional and sexualized

  16. Underrepresent Women & Minorities • Older people, mainly women, underrepresented • Show few older women • Elderly stereotyped as sick, dependent, fumbling, passive

  17. Portray Men Stereotypically • Men on prime-time television independent, aggressive, in-charge • Portrayed as sexually active and not responsible

  18. Portray Men Stereotypically • Reality TV portrays men in traditional, stereotyped ways • Macho man proves manliness by degrading women • Not only advances degrading images of women, but portray men as immature and insensitive

  19. Portray Men Stereotypically • White masculinity remains norm • Men seldom shown nurturing others • Portray men as incompetent at homemaking, cooking, child care

  20. Portray Men Stereotypically • Media offer some more complex portrayals of men • Male characters combine qualities traditionally associated with masculinity and femininity

  21. Portray Men Stereotypically • Contradictory images of masculinity embodied by rock and rap artists • Some rappers uphold traditional images of men, women relationships

  22. Portray Women Stereotypically • Media aimed at youth show female characters shopping, grooming, being emotional • Portray women and young girls in sexualized ways

  23. Portray Women Stereotypically • Representations of women assume whiteness is norm and ideal • Depictions of Black women rely on negative stereotypes of mammies, jezebels, welfare mothers

  24. Portray Women Stereotypically • Prominence of white norms for female attractiveness • Black women have lighter skin and straighter hair than typical • Asian women and Latinas represented as exotic and sexualized

  25. Portray Women Stereotypically • Media images reflect stereotypes of women and femininity • Women as sex object • Feminine ideal young and thin • Preoccupied with men and children • Enmeshed in relationships or housework

  26. Portray Women Stereotypically • Female newscasters are young, attractive, and less outspoken than males

  27. Portray Women Stereotypically • Led to pornification of mainstream media • Girls and women responsible for consequences of sexual activity • Portrayed as passive • Portrayed as ornamental objects

  28. Portray Women Stereotypically • Reality TV reinforces traditional views of women and what makes women desirable

  29. Portray Women Stereotypically • Media limit portrayals of women to two opposing types: good and bad • Good • Pretty, deferential, focused on home and family • Cast as victims, angels, martyrs

  30. Portray Women Stereotypically • Media offer bad woman image • Witch, bitch, whore, iron maiden • Encounter in children’s literature

  31. Portray Women Stereotypically • Criteria for good woman challenged recently • But if look more closely at nontraditional images, see woman must also meet traditional stereotypes of femininity

  32. Portray Women Stereotypically • Commodified sexuality prominent in reality TV shows • Hypersexual identity achieved through consumption of products and services

  33. Portray Women Stereotypically • Trend of combining traditional and nontraditional images of gender in single character • See the trailer of Erin Brockovich • http://www.youtube.com/watch?v=9TjEklyF7-E

  34. Gendered Advertising • Advertising’s influence on views may be more powerful than programmed media content • Advertisements are repeated

  35. Gendered Advertising • Majority of ads emphasize visual images • Less subject to conscious analysis • We think we’re immune • Research suggests differently

  36. Gendered Advertising • Advertising portrays men and independent, successful, engaged in activities • In some ads, men appear angry – rebels against authority

  37. Gendered Advertising • Men in ads have muscular bodies, perfect hair, teeth • Contribute to negative self-image and dangerous behavior

  38. Gendered Advertising • Advertising directed at men links products with hypermasculinity and violence • Men’s dominance is emphasized by positioning

  39. Gendered Advertising • Ads for cooking and cleaning products show men as incompetent • Also represent men in home situations as lazy dolts

  40. Gendered Advertising • Ads represent women as competent in cleaning and caregiving roles • Male voice-overs reinforce view of men as authorities

  41. Gendered Advertising • Objectification of women • Highly sexual poses • Women are perfect, sexy

  42. Gendered Advertising • Advertising plays role in promoting appearance and pleasing others • Emphasize women’s need to change themselves • If woman fails man might leave her

  43. Gendered Advertising • Sometimes advertisers control content of magazines • Complimentary copy – articles that increase appeal of product

  44. Gendered Advertising • Product placement – showing or mentioning product in show • Immersive advertising – incorporates product in to storyline

  45. Tell How Relate to Each Other • Most of time, media tell us that women and men relate to each other in traditional ways

  46. Dependence/ Independence • Media portray women as domestic and dependent on men • Media portray girls and women as dependent and boys and men as independent

  47. Dependence/ Independence • Books aimed at adolescent females emphasize importance of being pretty and popular • Women and minorities cast in supporting roles in television shows for children and adults

  48. Dependence/ Independence • Beauty more emphasized than health in women’s magazines • Magazines aimed at girls brim over with advice on how to lose weight and look better

  49. Dependence/ Independence • Music videos portray females as strippers or prostitutes • Males shown ignoring, exploiting, directing women • Women sexualized and infantilized in video games

  50. Dependence/ Independence • There are exceptions • Law and Order Special Victims Unit

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